For the past couple of years, the Dove campaigns on “Real beauty” have been attempting to alter popular perceptions of women and beauty.
In continuation with this theme, Dove’s latest communication, centered on young girls, urges parents to “protect” their little girls from the harmful and self-deprecating messages of the “beauty industry”.
The global debate on the Dove commercial has been on these lines:
Critics state that, as a product, Dove isn’t herbal, organic or even seaweed-based so why is Dove supposed to be pure, safe and most importantly- not a part of the beauty industry? Added to this, Dove urges women to feel comfortable with their natural body contours, while selling anti-cellulite gels. It is still trying to sell beauty products at the end of the day, they say.
Supporters argue that, even if it is to sell beauty products, the attempt to boost the self-esteem of women and urging them to accept themselves “as they are” deserves praise. Their commercials do not feed on the “media-generated” inadequacies of the female form and thereby do not sell on the basis of insecurity or fear.
So is it genuine concern or just clever advertising?
I looked at as a great commercial. very celver advertising. But it would definitley appeal to the present Dove consumers and doubt it would pull new consumers to use dove. definitely it builds the confidence in the brand.
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